Almost one in three evening meals now contain no meat or fish and more than a third of British consumers are reducing the amount of meat, fish, eggs or dairy they eat.
Celebrities, chefs, bloggers, social media and traditional media have all helped meat-free and dairy-free lifestyles become mainstream trends.
Health information, recipes and tips are widely available online, increasing awareness and helping make diets that include less meat achievable for the newly converted.
Food and farming trade publications confirm sales of read meat have fallen in recent years, and - further demonstrating the trend - supermarkets continue to add to their dairy and meat-free product ranges.
Not to be left behind, many restaurant chains are serving a wider range of dishes that don’t